But Sambuca is right; teams don't want you off completing challenges. You're supposed to be buying stuff. Worst than that, you're sending thousands of people to three areas (by the way, they don't want fans moving to different arena levels) creating massive logjams only to give away concessions.

This looks like fun for the attendees, but you're forgetting a pretty huge component: what exactly is the up for the NBA?

It makes the game experience a bit better, maybe. But they have to give away a huge amount of product and concessions and build a technological infrastructure to handle the point system.